How Stuff Spreads: Understanding the dynamics of ‘virality’

How do videos go viral? How do people share them through social networks? And what are the dynamics of ‘virality’?

Francesco D’Orazio and Jess Owens worked with Twitter UK to explore four big viral phenomena. The stories they selected were driven by video, and chosen to represent various types of video content:

Twitter-viral-video-network-maps-500x494-1

It turns out there’s not a single model of virality. Instead, different types of videos spread in different ways. Different types of content appeal to different audiences and the structure of these audiences is what shapes the viral diffusion.

Understanding the dynamics of that spread – quantifying it using metrics, and digging into the influencers and demographics to understand some of the “how”, is what is explored in the white paper. To give you a snapshot of what the video virality looks like, check out the diffusion maps below, which show the pattern of tweets and retweets for each video.

If you want to explore the full white paper, it’s available to download here.

Where next?

Insights

How big is the spoiler conversation?

With the Game of Thrones saga finally coming to an end this Sunday, the online conversation about spoilers is reaching fever pitch.
Insights

The audience conversation for TV shows: drops vs. weekly releases

TV shows released all in one 'drop' create a different 'shape' of the audience conversation compared to shows going out weekly.